How do you facilitate collaboration between marketing teams and data analytics teams?
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Sales/Marketing24%
Competitive Analysis43%
Product Innovation18%
Training8%
Business Forecasting3%
Other (please note in the comments)2%
Accountability - There's no system for accountability - we just rely on people keeping their word33%
Innovation - There's a structured process to contribute an idea and see the eventual outcome and decisions52%
People - Our company finds it difficult to do any of the above33%
People - Laggards hold things back but certain people and teams make it happen31%
General - We find it difficult to do any of the above15%
IT - We are held back from most of the above by legacy systems and a dependence on IT24%
Processes and Workflow - We've reached a point where email, chat and documentation have been replaced with accountable tasking and repeatable processes17%
Processes and Workflow - We publish processes or documentation and try to keep it up-to-date13%
Something else (comments below)1%
Agreed. Does your organization have a D&A function within your marketing team? What is your experience?
We do not given our relatively small size. However, in previous roles I've managed analytics functions within marketing, and it's worked extremely well. We had a team of about 8 people, with 2 of those people dotted line reporting to me, but hard-line reporting back into IT. They were the 'glue' between the groups to ensure consistency across technologies and governance policies.